Consumer Insights Report

AI's Rise Makes Affiliate Marketing Critical for eCommerce Brands

Affiliate Content Now Serves Two Parts of the Buying Journey

AI has reshaped product discovery, but not the way most predicted. Our research reveals less than 10% of consumers click AI recommendations. Instead, they actively seek out creators and reviewers to validate purchases, trusting these human sources more than AI.

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Key Takeaways

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AI adoption is universal, but conversion through AI is minimal

Less than 10% of US online shoppers who use AI tools for product research report clicking AI-recommended links

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Creators drive discovery while marketplaces drive sales

Nearly 87% discover products on social platforms, blogs, or community sites, then complete their purchase on marketplaces

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Consumers trust human sources more than AI recommendations

Marketplace reviews (93.3%), review sites (90.9%), and YouTube reviewers (85.9%) all rank higher than AI assistants (81.5%) in trust

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Affiliate transparency builds trust and drive fast conversions

78.1% are neutral or positive about affiliate disclosure, and 62.3% purchase within 24 hours of discovering products through trusted content